BY Jessica Helinski
As the use of AI in B2B sales grows, salespeople may wonder where they fit. While many worry they will become obsolete, sellers should know that the human touch will always be essential. The key is to know how to demonstrate value in the face of this new technology.
What does AI in B2B sales look like?
Currently, sellers are exploring how to implement AI in their strategies. According to SalesFuel research, the top ways reps are using AI include:
- Customer research/Business intelligence
- Data/Content analysis
- Conversation intelligence
SalesFuel found that reps are also using AI to boost efficiency, specifically by automating outreach, follow-ups, data entry, scheduling, and meeting summaries. But the research also reveals that adopting AI is a challenge for sellers.
How can reps retain value?
In light of the ever-growing use of AI in B2B sales, sellers must find a way to remain essential.
As John Elsey explains, reps can adopt AI strategically to enhance, not replace, the uniquely human skills that drive sales. And they must also re-frame their own behaviors. This involves focusing on where they can deliver unique value.
“Sellers can appeal to the customer’s emotional state in a way that AI cannot,” Elsey writes.
“This ability is essential because buyers often rely on both logic and emotion when making purchasing decisions.”
And emotion is an area that AI hasn’t mastered. AI can handle the logical side of sales, like building business cases, agendas and research. Meanwhile, sellers excel at connecting with buyers on an emotional level.
What should sellers prioritize?
To leverage their advantage, Elsey suggests sellers focus on four specific areas, with the first being emotional intelligence.
Emotional intelligence, or EQ, is the ability to identify and understand emotions. This includes both your own and the emotions of others, SalesFuel’s Tim Londergan explains. Awareness of this soft skill’s importance in sales has steadily grown, as buyers seek connection with reps.
There are ways for sellers to nurture and grow their EQ, even if it doesn’t come naturally. Take a look at these tips to boost your own emotional intelligence. The payoff will be worth it.
Situational fluency
“Situational fluency balances different approaches based on a dynamic assessment of the situation,” Elsey explains.
And this ability to adapt to varying scenarios is key to standing out from AI in B2B sales. Sellers who are able to read evolving behaviors and environments, and respond accordingly, will succeed. And this is a skill that AI doesn’t possess.
As Wayne Brown points out, this skill is no longer an option.
“…those armed with the art of situational fluency will stand out as the leaders and innovators of the industry.”
Check out this guidance for improving your situational selling skills.
High-stakes conversations
High-stakes conversations carry greater risk but also the potential for exceptional payoff. These are prime opportunities for top sellers to stand out and leave a lasting impression – and outshine AI’s abilities.
“These are moments when the best sellers have a chance to differentiate themselves and make an impact,” he writes.
In a post highlighting a presentation by sales professional Anthony Iannarino, SalesFuel shared his sentiment supporting the power of conversation.
“The secret to winning more deals lies in meaningful conversations, not in algorithms,” Iannarino said.
Sellers can improve their conversation skills by embracing best practices, like these. Also, engaging in role-playing can help improve their quick-thinking skills.
Judgement and critical thinking
These skills are another way that Elsey believes sellers retain value in the age of AI. Critical thinking means using creativity and past experience to solve complex issues in the right way for the situation.
And good judgment means looking at what people need, if the solution works well, how to negotiate, and how it compares to other options.
As Jo Ann Saitta points out, “Our role isn’t to compete with AI; it’s to complement it – bringing judgment, ethics, and critical thought to every decision.”
Focus to hone valuable skills
As interest in AI in B2B sales grows, sellers have an opportunity to redefine their role, emphasizing the unique human value they bring. By focusing on key areas, reps can show their humanity is irreplaceable.
And for guidance on how to responsibly integrating AI into sales, take time to watch this powerful webinar. While optimizing human skills, sellers must also be conscious of their own AI use. This guidance will ensure they do so in a credible and responsible manner.
Photo by Igor Omilaev on Unsplash
